Making the far future relevant today

(Blowing the dust off retirement saving)

Brand New Day is a modern, online investment bank focused on pensions, facing the challenge of making younger people care about saving for their retirement. They needed to show that planning for the future is not only important, even for those who normally wouldn’t give it a second thought, but is also very easy. Their initial campaign highlighted the current situation and how many of us are not adequately covered for our retirement. This follow-up offered hope, while urging people to start today if they want to maintain their current standard of living when they’re old.

Effectively engaging a new audience

(how to reach the new retirees)

Enter "The New Retirees", a campaign which leverages real stories from a mix of well-known personalities and everyday people to underscore the benefits of early pension planning. By showcasing a diverse group of individuals who are actively shaping their retirement dreams through smart financial decisions, the campaign aimed to inspire and motivate younger audiences to start their pension planning journey. The soft colors and backgrounds played with the bank’s name, evoking the warmth of sunrise. Paired with the behind-the-scenes look of the videos, it made the campaign, and the normally distant topic of retirement, intimate and approachable. To spread the word effectively, the campaign targeted an audience in line with the cast of the videos, reaching them through the usual suspects like television and online video, but also through podcasts popular with the target audience.

A notable rise on multiple fronts

(the future of retirement savings is looking a little brighter)

The campaign effectively bridged the gap between pensions and personal relevance, generating increased interest and engagement among younger people. Through compelling narratives and relatable testimonials, "The New Retirees" not only elevated Brand New Day's brand presence but also cultivated a sense of urgency and optimism about retirement planning among a crucial demographic, leading to a marked uptick in inquiries and engagement with Brand New Day's products.